Magazine article Folio: the Magazine for Magazine Management

Alan Webber, William Taylor and Patrick Mitchell

Magazine article Folio: the Magazine for Magazine Management

Alan Webber, William Taylor and Patrick Mitchell

Article excerpt

They created the first of the "new economy" titles.

It's anything but business as usual in the pages of Fast Company. The energetic, cheeky and visually engaging title appeals as much to readers' individualism as it does to their practical business needs with cover stories such as "Startup Manifesto: QUIT your job! WORK your butt off! SCREW up!" and "Balancing Acts: 10 Ways to Get a Life." Other nontraditional editorial offerings include a regular look at new job titles-for example, the chief underpants officer of Joe Boxer.

This unique perspective works because it's not the same old business world, says Alan Webber, co-founder (along with former Harvard Business Review colleague William Taylor) of the three-year-old title. Technology has redefined when and where work can he done; more women are in the work force than ever before, and baby boomers are coming of age in a highly competitive and increasingly global economy. "Traditional business magazines are about business, personal finance, the stock market. Until Fast Company, there was no magazine about the work/life experience," says Webber.

"They found an interesting niche," comments Forbes publisher Rich Karlgaard, calling the editorial approach "emotional." "In a booming economy, business and other parts of life are more entwined. Fast Company has caught a broad cultural trend."

Fast Company's total circulation has risen from 100,000 at its launch in 1995 to more than 300,000 in April 1999. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.